This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase. View Summary

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

Key themes include the new path to purchase; connecting with shoppers; understanding different shopper types; engaging millennials; in-store innovation; and shopper-led communications.

Digital and mobile technology is changing shopper behaviour with old models of the purchase process losing relevance.

However, the basic needs of consumers still apply, though opportunities for connecting with them have changed.

Younger consumers in particular expect brands and retailers to cater to their needs across multiple research and purchasing options.

2

Shopper marketing: Grocery discount wars

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Tim Eales, Admap, February 2015, pp. 42-43

This article argues that FMCG manufacturers and grocery retailers need to review their approach to promotions to tackle declining volume sales, putting transparency at the centre of pricing. View Summary

This article argues that FMCG manufacturers and grocery retailers need to review their approach to promotions to tackle declining volume sales, putting transparency at the centre of pricing.

FMCG companies are struggling to find growth, as aggressive price promotions have failed to halt a decline in volume sales.

In the UK, shoppers have become wary of promotions as they shop little and often and switch to discount retailers.

Manufacturers and retailers need to take a new approach to promotions, making prices (before and after deals) more transparent, and looking at new types.

This article explores the rising popularity of Christmas in China, and some of the tensions this is revealing. View Summary

This article explores the rising popularity of Christmas in China, and some of the tensions this is revealing.

In 2014, Christmas was more popular then ever before, with Chinese people more receptive to celebrating Christmas - without reference to religion.

A number of brands are encouraging this with promotions and displays that encourage social sharing.

This is partly born of China's desire to encourage consumerism, but creates tension too as the country's leadership rejects westernisation.

4

Tackling the barriers to mobile payment

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GfK, February 2015

This article highlights global attitudes towards using mobile payments and the main barriers consumers have about using this method of payment. View Summary

This article highlights global attitudes towards using mobile payments and the main barriers consumers have about using this method of payment.

While 71% of the global population has access to the internet via a smartphone, only 5% of transactions are made using a mobile device.

Appetite and use is highest in Asia Pacific (46% report making mobile payment in the past six months), exceeding the US (33%) and nearly double than in Western Europe (24%).

The main barriers to use are widespread fear that making payments by mobile isn't secure, concern that personal information could be compromised, a lack of usability and retailers' lack of adoption of the technology.

5

The social mum: Mapping the behaviour of mums online

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Adrian Nicholls, Market Leader, Quarter 1, 2015, pp. 12-13

This article explains the importance of recommendation to mothers, and sets out how brands can engage them as they become increasingly connected online. View Summary

This article explains the importance of recommendation to mothers, and sets out how brands can engage them as they become increasingly connected online.

Mothers are increasingly well connected, using their digital networks to seek advice and recommendations on brands.

To make the most of this, brands should approach mothers more holistically, recognising the broader set of values and multiple identities that inform their decision making.

To engage mothers, it helps to fit with existing conversations, focus on individuals rather than stereotypes, listen carefully, build an honest and open exchange, and build good omnichannel experiences.

6

Mobile loyalty is about the OS

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Tim Pritchard and Simon Wood, Admap, January 2015, pp. 28-29

This article examines loyalty in mobile phones, looking at how handset, operating system (OS) and network each command loyalty which is both separate and interacts with the others. View Summary

This article examines loyalty in mobile phones, looking at how handset, operating system (OS) and network each command loyalty which is both separate and interacts with the others.

Research finds that if users have actively chosen their OS they are more likely to be loyal to the brand of handset, and people loyal to their network are more loyal to the handset brand too (and vice versa).

Almost 80% of people would consider switching handset brand next time, and the opportunity for less popular brands is growing as the older generation look towards smartphones.

Getting the right model is important to handset brand loyalty too, and people recommended a handset by sales staff are more likely to switch - indicating that retailers' views are too short-termist.

7

The shopper of the future: How today's young shoppers see tomorrow's shopping experience

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GfK, December 2014

This article highlights the key findings into what young people around the world expect from stores, the online shopping experience and how they expect to be shopping in the future. View Summary

This article highlights the key findings into what young people around the world expect from stores, the online shopping experience and how they expect to be shopping in the future.

Physical stores will remain relevant but retailers will need to focus on how they differentiate their offer.

Young shoppers expect to be able to choose where they shop and the omnichannel experience to be seamless, so retailers must look at 'webrooming' (researching online to buy in-store), delivery costs and online security.

In the future, shoppers of all ages hope for greater choice, easier returns and improved delivery services, while younger shoppers are also interested in innovative technologies and product customisation.

8

PepsiCo’s shopper strategy looks beyond millennials

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Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report discusses why PepsiCo, the food and beverage group, is avoiding the temptation of solely focusing on millennials. View Summary

This event report discusses why PepsiCo, the food and beverage group, is avoiding the temptation of solely focusing on millennials.

Despite the attractiveness of this demographic, it cannot drive growth for every single product on the shelf. While many PepsiCo brands, like Doritos, Gatorade and Mountain Dew, have long focused on younger consumers, offering like Tropicana and Quaker Oats skew slightly older.

The preferences of certain age-groups frequently correspond with other key customer metrics, meaning millennials and high-income shoppers have a lot in common, as do Boomers and low-income shoppers.

Digging deep into these attitudes and behaviours of these consumers has allowed PepsiCo to distinguish different day parts, missions and "macro spaces".

9

Shopper marketing in 2015: Total Retail

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed. View Summary

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed.

Brands need to present a joined-up customer experience both online and offline, as people move between both and expect a consistent brand experience.

Whilst focus in recent years has been on ecommerce, offline has attracted renewed focus as a source of brand experiences and customer service.

This is facilitated by technological developments which are helping retailers do more in-store, but brands need to balance adding value and being 'creepy'.

As people expect a 'total retail' approach brands need to ensure they deliver a service to match, with structural and logistical challenges that require greater integration in companies.

10

Shopper marketing: Social's impact on retail store views

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Ian Edwards, Admap, December 2014, pp. 38-39

This article explains how social advertising can drive retail purchases using data from a campaign by IKEA, the furniture and homeware retailer, in the UK. View Summary

This article explains how social advertising can drive retail purchases using data from a campaign by IKEA, the furniture and homeware retailer, in the UK.

The impact of social advertising on retail sales is difficult to quantify even when using econometric modelling.

In this study, mobile phone number data collected by Facebook was cross referenced with customer data from EE, the mobile network, to analyse the impact of IKEA's Facebook ads.

Ads were served to half the cross-referenced group, and a geo-fence set up at IKEA stores allowed researchers to see who had visited stores.

Facebook ads were found to drive a 31% uplift in store visits amongst 22-25 year olds and an 11% increase across age groups.

11

The last word from the East: Singles' Day

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Edward Bell, Admap, December 2014, pp. 50-50

This article discusses the rise of 'Singles' Day' in China, an ecommerce event where younger generations fight back against traditional expectations of marriage by shopping online. View Summary

This article discusses the rise of 'Singles' Day' in China, an ecommerce event where younger generations fight back against traditional expectations of marriage by shopping online.

Traditional Chinese culture favours marriage by the age of 25 for women, and the development of Singles' Day is a reaction against this.

In 2009 Alibaba, the online marketplace, targeted the day and has since grown to making billions of Singles' Day sales.

The appetite for Singles' Day shopping comes from two trends: the ease of online shopping and the social nature of the event that makes young people want to be part of it.

12

Shopping on autopilot – how to change consumer behaviour, without them having to think

This event report looks at how the variety of shopping channels now available is changing consumer behaviour and how marketers are responding to empowered consumers who are less loyal than before. View Summary

This event report looks at how the variety of shopping channels now available is changing consumer behaviour and how marketers are responding to empowered consumers who are less loyal than before.

Multichannel shoppers, in particular, are worth 2.5 times as much as single channel shoppers in terms of revenue spent.

Online grocery is growing in importance and brands need to get themselves onto consumers' 'favourites' pages where they spend most time.

Brand ranges may need to be redesigned to take account of fewer big shopping trips and more top-up shopping.

Retailers should look beyond pricing to offer greater convenience.

14

How Samsung broke through the Black Friday clutter

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Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report shows how Samsung, the electronics manufacturer, cut through the marketing noise surrounding Black Friday using market research.

Given that Black Friday is typically dominated by discounts and successfully navigating supply-chain issues, most major brands have now mastered both these arts.

In a bid to stand out from its competitors, Samsung conducted a two-wave research program among Black Friday shoppers, including both qualitative and quantitative analysis in its study.

Through identifying three distinct customer segments, it was able to tailor messaging and marketing programs for these cohorts in new ways, substantially increasing sales as a result.

15

How to keep your brands in-store

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Pierluigi Carlini, Warc Exclusive, November 2014

This article discusses how data analytics can be used to optimise in-store product ranges as retailers and brands face new challenges. View Summary

This article discusses how data analytics can be used to optimise in-store product ranges as retailers and brands face new challenges.

Shopping behaviour is changing, with people more willing to shop around, using discounters and visiting multiple stores.

People are also becoming less loyal to brands but still value variety, making it difficult for retailers to get range optimisation right.

Advanced analytics can help by integrating sales data with product attributes, creating the ability to model assortment scenarios.

16

Warc Webinar: Insights into market entry strategies into India

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Amitava Chattopadhyay, Warc Exclusive, Warc Webinars, November 2014

This presentation accompanies the Warc Webinar, Insights into market entry strategies into India, which explains how to best overcome the challenges posed by this large and diverse population. View Summary

This presentation accompanies the Warc Webinar, Insights into market entry strategies into India, which explains how to best overcome the challenges posed by this large and diverse population.

India has 22 official languages, as well as hundreds more that are actively in use, a wide range of lifestyles, levels of income and religion.

The 5 As to developing a business in India are Awareness, Appeal, Affordability, Availability, Alliances.

17

Shopper marketing: Nudging shoppers

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Roy Armale, Admap, November 2014, pp. 42-43

This article sets out the value of non-interruptive shopper initiatives - nudging - over interrupting shopper journeys, using a research example. View Summary

This article sets out the value of non-interruptive shopper initiatives - nudging - over interrupting shopper journeys, using a research example.

Much shopper marketing is interruptive, but this often causes people to avoid it, instead, 'nudging' them changes behaviour without people noticing too much, or being annoyed.

Looking at how people approach supermarket shopping shows that people switch from 'mapping' (planning their journey through the store) to 'collecting' (the items on their list).

This makes shopper marketing in the store less effective as people are concentrating on moving through it quickly and want the process to be easier and faster.

An experiment was designed to test 'nudging' before people entered a store, seeding the idea of a product promotion inside, and was found effective.

18

150 years of never standing still: John Lewis adapts to the digital revolution

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Joseph Clift, Event Reports, IAB Engage, October 2014

This event report explains how John Lewis, the UK department store chain, approaches innovation and digital across marketing and shopper experience. View Summary

This event report explains how John Lewis, the UK department store chain, approaches innovation and digital across marketing and shopper experience.

John Lewis is well-known for its big budget TV ads which have a strong emotional pull and are fully integrated with digital campaigns.

This integration of digital and traditional advertising is part of the company's aim to be an omnichannel retailer, with seamless experiences across online and in-store shopping.

'Click and collect' services, in-store WiFi and 'iPad bars' - allowing people to access online-only products in-store - are just some examples of how this aim is being realised.

19

Using qualitative research to optimise consumer understanding: insights from Kellogg

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Low Lai Chow, Event Reports, Qualitative 360, October 2014

This event report explains how Kellogg, the food manufacturer, is using different types of qualitative research to understand consumers in Asia better. View Summary

This event report explains how Kellogg, the food manufacturer, is using different types of qualitative research to understand consumers in Asia better.

Most people behave irrationally quite often, and advances in qualitative research and behavioural economics are helping brands to understand this type of decision making.

It is difficult to recruit research participants who are representative of consumers in general, so recruiting biased consumers and then controlling for the bias is easier.

This has the added benefit of producing richer insights, as the average consumer is not very involved in the category and does not have much to say about it.

The context of the product is an important factor that should not be overlooked, for example when choosing packaging the way it looks on the shelf is more important than how it looks on its own.

20

The truth about mobiles and shopping

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Bob Burgoyne, TNS, Intelligence Applied, September 2014

This article describes US consumers' mobile-shopping behaviours and suggests ways that retailers can enhance the shopping experience through mobile. View Summary

This article describes US consumers' mobile-shopping behaviours and suggests ways that retailers can enhance the shopping experience through mobile.

Research was conducted through mobile listening in order to determine exactly how shoppers use their smartphones, followed up with a quick survey on mobile usage.

Despite consumers having access to mobile apps that enable them to find product information and compare prices, very few used these apps while in-store and instead are employed more often in the home, when planning shopping.

Of those shoppers that do compare prices while in-store, 35% continue to buy in the store they are in, 31% don't buy at all, with the rest either switching retailer or switching product.

Apps that enhance the shopping experience, such as mobile coupons and retailers' own sites, can be used to save shoppers time, money and angst.

21

Editorial: Get real - life is complicated

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Judie Lannon, Market Leader, Quarter 4, 2014

Judie Lannon introduces the Q4 2014 issue of Market Leader, which focusses on the 'hybrid' consumer, who likes to both own and share things. View Summary

Judie Lannon introduces the Q4 2014 issue of Market Leader, which focusses on the 'hybrid' consumer, who likes to both own and share things.

Underlying trends are contributing to the emergence of the 'hybrid' consumer, who will shop or share via eBay or Airbnb, and drop into discounters such as Lidl, while at the same time indulging in premium brands and experiences.

This issue also explores how marketing directors develop customer focus in complex organisations, and one article encourages 'impatience and intolerance' to obstacles in the way of fulfilling customer needs.

Further articles discuss the blindspots that inhibit digital effectiveness, why 'nudging' may not be enough, and why multinationals fail to understand local food habits.

22

Sharing and owning: The rise of the hybrid consumer

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Vincent Rousselet, Market Leader, Quarter 4, 2014

This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development. View Summary

This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development.

The emerging 'hybrid' consumers are happy to spend heavily on the latest Apple product but also to save money on their weekly shop by going to discounters such as Lidl and Aldi.

At the same time, the 'sharing economy' has seen a rise in enthusiasm for products and services available to rent, rather than to own.

This new consumer landscape, which combines previously separate behaviours such as embracing rental with ownership and luxury with austerity, calls for new kinds of segmentation.

23

Discounters will still thrive in the post-austerity era

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Melanie Howard, Market Leader, Quarter 4, 2014

This article analyses the prospects of discount retailers in the UK, arguing that despite economic recovery price-sensitivity will remain for the foreseeable future. View Summary

This article analyses the prospects of discount retailers in the UK, arguing that despite economic recovery price-sensitivity will remain for the foreseeable future.

Some argue that discounters will be squeezed out as they increase innovation and add layers of new price points.

But this looks unlikely as price-sensitivity is set to continue: only 5% of consumers say their spending will 'increase a lot' in the year ahead.

Greater numbers of people are set to shop online too - around 80% - piling pressure on bricks-and-mortar retailers to create an enthralling experience.